St. Lucia’s Big Comeback

The Caribbean appears to be recovering as well as any global region from the economic recession that affected virtually all tourism-related businesses over the past two years. This month the Caribbean Tourism Organization (CTO) reported that more than 23 million tourists visited the region in 2010, an increase of almost 5 percent over 2009 totals.

Although several Caribbean destinations posted positive numbers, the regional increase was led by a handful of island destinations, including St. Lucia, where the tourism ministry reported a record 330,000 visitors in 2010. St. Lucia’s positive totals are evidence of the strength of its outstanding natural and man-made attractions, as well as the government’s strong support of tourism businesses and infrastructure and the resolve of St. Lucia’s people. Indeed, the rebounding tourist arrival numbers for the island were hard-earned and well-deserved.

Just a few months ago, St. Lucia faced what Stephenson King, the country’s prime minister, called the worst natural disaster in its history: Hurricane Tomas, a Category 1 storm, battered the island from Oct. 30 to 31, bringing high, sustained winds and heavy rain. The storm felled trees, damaged buildings and major roads, washed out bridges, restricting access to certain areas and knocked out electrical service across the island.

The crippling storm cost St. Lucia $15 million to $20 million in unbudgeted reconstruction funds, according to Sen. Allen Chastanet, minister of tourism and civil aviation. Recovery expenditures could reach $200 million after the completion of improvements designed to protect the island from similar storms in the future. “The hurricane exposed aspects of our infrastructure which need to be improved,” says Chastanet. “The infrastructure needs to be taken to another level.”

Nevertheless, by all accounts St. Lucia came through the crisis successfully, driven by a strong and focused recovery effort. “In one period of an hour and one-half we had 18 inches of water fall from the storm,” says Chastanet. “There were landslides in Soufrière and Castries. We decided we were not going to sit and wait for aid. We had electricity restored within 24 hours and 75 percent of tourism operations restored within two weeks. Everyone worked very, very hard to make this happen.”

Months later, it appears the storm was little more than a temporary obstacle to what is shaping up as an especially strong period for tourism to St. Lucia. Prior to Hurricane Tomas’ arrival, Chastanet had anticipated a 20 percent increase in November’s tourist arrivals. Although arrivals actually declined 30 percent due to the storm, they rebounded strongly in December, with a 31 percent increase in overall arrivals.

More importantly, St. Lucia is continuing a previously announced 25-year economic development plan to improve its tourism-related and public infrastructure. The projects include a major renovation at Hewanorra International Airport, including a $140 million project to build a seven jetway terminal. The project will be funded in part by an increased departure tax. The entire airport renovation is scheduled to be complete by 2013. Chastanet is optimistic that the airport can emerge as hub for flights to and from nearby St. Vincent, Grenada, Martinique and Dominica.

St. Lucia also is planning for its future with the launch of a tourism school in partnership with Monroe College, the New York-based liberal arts university. The school is training Caribbean residents for hospitality industry careers. “We are looking to graduate 1,000 students each year, and we have reached out to students across the Caribbean to be a part of this,” says Chastanet.

St. Lucia also recently opened the Treasure Bay casino, the country’s first gaming venue, located in Baywalk, an upscale new mall in the trendy Rodney Bay district. The casino, mall and surrounding entertainment district have quickly become popular with visitors and residents, and together represent the flowering of St. Lucia’s tourism offerings beyond sun and sand. In fact adventure-themed attractions like zip-lines, aerial trams and canopies represent the island’s fastest-growing tourism category.

St. Lucia’s growing tourism sector is due in large part to a renewed commitment from the government to increase its support. “There has not been the singular focus on tourism that there should have been,” says Chastanet. “People are starting to understand that we are creating a new, authentic experience. And Rodney Bay Village is a classic example.”

Still, St. Lucia’s staple tourist offerings focus on its spectacular natural surroundings. The island is also distinguished by some of the most distinctive upscale hotel properties in all of the Caribbean, including Anse Chastanet, a mountainside, 600-acre resort offering sweeping views of St. Lucia’s signature landmark, the 3,000 foot-high Piton Mountains World Heritage Site. Anse Chastanet also features Jade Mountain, a separate section of the resort featuring large suites with open fourth walls overlooking the Pitons, plus sundecks and private infinity pools.

The Ladera resort, which is located on a 1,100-foot-high forested ridge overlooking the Pitons, offers suites with open fourth walls and hand-carved furnishings. The elegant Cap Maison resort is situated atop a private oceanfront bluff overlooking the Caribbean, and was the setting for the U.S. television show “The Bachelor.” Hotel Chocolat, another luxury mountainside resort, is scheduled to open later this month. In all, St. Lucia will add another 500 to 700 hotel rooms by 2012.

It is not surprising to Chastanet speak with enthusiasm and expertise about St. Lucia’s tourism future. He also has the ability to quickly detail elements required to continue the island’s tourism success. Last year I attended a speech he delivered at a Miami Beach cruise industry conference. He thoughtfully addressed the Caribbean’s strengths and weaknesses as a tourist destination.

Chastanet said that while the region will certainly require more outside investment, Caribbean destinations should also emphasize their distinctive cultures and unmatched natural environments. His ideal tourist location would be a “Rasta shack wired for Internet” where tourist could experience local culture, yet still with access to contemporary conveniences.

These days Chastanet is still looking ahead. “Hurricane Tomas simply gives us an opportunity to expedite what we had planned to do anyway,” he says. For more information on St. Lucia, visit www.stlucia.org.

Comments

You may use your Facebook account to add a comment, subject to Facebook's Terms of Service and Privacy Policy. Your Facebook information, including your name, photo & any other personal data you make public on Facebook will appear with your comment, and may be used on TravelPulse.com. Click here to learn more.